489. TAKAYAMA GARDEN RESTAURANT, "Senses", Print Ad Series, 1990

From the mid 1980s to the 1990s, TAKAYAMA Garden Restaurant was one of the most renown Japanese fine dining places in Manila, known for its innovative Japanese menu like their Love Boat Special (a mixed platter of authentic Japanese specialties) and tempuras made from real, edible flowers.

The restaurant was started by the De Mesa sisters (Diana de Mesa Santamaria and Erlinda de Mesa Yap) of Tri-Chef Foods Corporation, They opened the 1^st TAKAYAMA Restaurant on August 1985, along Wilson St., Greenhills, named after the saintly Japanese samurai, Justo Takayama Ukon, who died in the Philippines. A statue of the blessed Japanese once graced the TAKAYAMA  branch in Greenhills.

Early Takayama ads show different looks.

The restaurant business took off, and because a favorite of businessmen, office workers,  and families in the area. A 2^nd branch sprouted in Makati Greenbelt. With business doing very well, the company went the rounds of small agencies to handle their advertising. The output was rather inconsistent and not cohesive, as there was no distinctive TAKAYAMA design look.

The company sought out the services of powerhouse agency ACE-SAATCHI & SAATCHI, which was assigned to the team of Melvin Mangada, Art Director, and Lilit Trinidad. Copywriter. They created these stunning black and white “Senses” campaign featuring reworked old Japanese prints, and copy written in the style of Japanese haiku.

The TAKAYAMA Garden Restaurant chain flourished for a decade more, closing in February 2002, after 37 years of bringing the tradition of fine dining to its satisfied clients.

CREDITS

CLIENT: Tri-Chefs Food Corporation

PRODUCT: TAKAYAMA GARDEN RESTAURANT

AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING

ART DIRECTOR:  Melvin M. Mangada

COPYWRITER: Lilit S. Trinidad

CREATIVE DIRECTOR: Ramon Jimenez Jr.